12 Examples of Ethos in Advertising
Explore how brands build trust through ethos in advertising, showcasing real-world examples that resonate with consumers.
Hook: Did you know that 32% of consumers stop supporting a brand after just one bad experience?
Value Burst: Winning customer trust is essential for long-term success, and ethos - credibility and authority - plays a major role. From Michael Jordan endorsing Nike to Dove’s “Real Beauty” campaign, brands build trust by aligning with experts, values, or shared beliefs. These strategies aren’t just about selling - they create lasting bonds.
Snapshot:
- Nike & Michael Jordan: Sales skyrocketed with the Air Jordan line.
- Colgate Dentists: “9 out of 10 dentists recommend Colgate” builds expert trust.
- TOMS Shoes: Over 100M pairs donated through One-for-One® model.
Bridge: Let’s explore 12 real-world examples showing how brands use ethos to stand out and win customer loyalty.
Ethos, Pathos, and Logos - The Art of Persuasion Explained
Why Ethos Matters in Advertising
A single bad experience can cost a brand heavily [2]. This highlights why credibility isn’t just an advantage - it’s a necessity for staying relevant and successful.
Ethos, or the appeal to credibility, forms the backbone of persuasion. When consumers trust a brand’s expertise and integrity, they’re far more likely to engage with its logical arguments and emotional stories. Without that trust, even the most convincing facts or narratives often fall flat.
Building Strong Consumer Trust
Trust is the bedrock of brand loyalty. People return to the brands they trust time and again [3]. This trust isn’t built overnight - it grows through consistent messaging that reflects a brand’s core values, dedication to quality, and commitment to customer satisfaction. Over time, this trust helps brands communicate their messages more clearly and persuasively.
Strengthening Brand Messages Through Authority
Credibility acts as a filter that sharpens and strengthens a brand’s message. When a company positions itself as an authority in its field, people are more inclined to believe and act on its claims.
Take Nike’s partnership with Michael Jordan as an example [1]. Nike, already a respected name in sports, leveraged Jordan’s legendary basketball career to create the iconic “Air Jordan” line. His achievements and reputation for excellence transferred seamlessly to the product, making the advertisements instantly trustworthy. This combination of authority and credibility amplified the message, creating a powerful connection with the audience.
Laying the Groundwork for Persuasion
Ethos sets the stage for capturing attention and building a positive perception of a brand [1]. It creates a foundation of trust that enhances the impact of logical reasoning (logos) and emotional storytelling (pathos). These three elements of persuasion work best together, but ethos often acts as the gateway. For example, a pharmaceutical company must first establish its credibility in medicine before presenting clinical data or sharing patient success stories. Without that initial trust, the other elements lose their impact.
Standing Out in Competitive Markets
In today’s crowded markets, ethos helps brands carve out a distinct identity that resonates with their target audience [1]. By aligning their values with consumer aspirations, brands can build deeper connections and leave lasting impressions. This is especially true for companies that emphasize ethical practices and social responsibility. When brands consistently demonstrate their values, they foster emotional loyalty among consumers who share those beliefs. Over time, this credibility not only builds trust but also reinforces the brand’s unique identity.
Ethos turns advertising into relationship-building. When consumers trust a brand and align with its values, they’re not just customers - they become advocates who help drive long-term success.
1. Gatorade's Celebrity Endorsements Featuring NBA Stars
Gatorade's collaboration with NBA legends has left a lasting mark on sports marketing. A standout example is the "Like Mike" campaign, which drove a staggering 300% increase in sales [7]. By partnering with iconic athletes like Michael Jordan, Serena Williams, and Lionel Messi, Gatorade solidified itself as a trusted name in sports performance [6].
The Michael Jordan Blueprint
In 1991, Gatorade inked a groundbreaking 10-year deal with Michael Jordan, valued at $1.4 million annually [11][12]. This partnership came at a pivotal moment, right after the Chicago Bulls clinched a championship, when Jordan’s popularity was soaring. The resulting "Be Like Mike" campaign became a textbook example of how to leverage a celebrity's ethos in advertising. Bill Schmidt, Gatorade's former worldwide vice president of sports, highlighted the significance of this collaboration:
"Michael was our first athlete. The idea was that he allowed us to focus on the sidelines, and Gatorade was always there" [12].
The campaign positioned Jordan as the embodiment of peak performance, with Gatorade as his fuel of choice. Whether during games or in commercials, his endorsement felt authentic, making it a game-changer in building consumer trust. This strategy set the stage for Gatorade's future marketing efforts, creating a model for credibility-driven endorsements that continue to resonate.
Building Trust Through Athletic Authority
The success of the "Be Like Mike" campaign was just the beginning. Gatorade continued to strengthen its reputation by aligning with elite athletes, using their credibility to enhance the brand's authority. For example, when Jordan returned to the NBA in 1995 after his first retirement, companies he endorsed saw significant boosts in their stock values [10]. Research from the Wharton School supports this phenomenon, showing that celebrity endorsements can positively influence consumer behavior, with a nearly 20% increase in trust when NBA stars endorse a product [8][7].
By associating with high-performing athletes, Gatorade not only gained credibility but also inspired consumers to connect with its values of excellence and determination. This approach ensured that the brand remained relevant and aspirational, even as athletes moved on from their playing careers.
The Emotional Connection Factor
Gatorade’s strategy also taps into the emotional bonds fans have with their favorite athletes. NBA stars aren’t just admired for their skills on the court - they’re role models who inspire and motivate. This emotional connection enhances the effectiveness of endorsements. Studies reveal that sports star sponsorships can significantly boost brand loyalty by creating a positive image [9].
2. Colgate's Dentist-Recommended Campaigns
Colgate's "9 out of 10 dentists recommend Colgate" campaigns have become a hallmark of the brand, symbolizing trust through expert endorsements.
Leveraging Expert Trust
Colgate takes a unique approach by leaning on healthcare expertise rather than traditional celebrity endorsements. Their advertisements frequently feature actual dentists dressed in white coats, explaining the benefits of Colgate products in clear, relatable terms. For instance, in campaigns for Colgate Total, dentists highlight the toothpaste's ability to offer 12-hour protection against bacteria, often supported by compelling visuals that demonstrate how it works [13]. This strategy reduces consumer uncertainty and instills confidence, as endorsements from trusted professionals reassure buyers about their choices [15][16].
Scrutiny of Authority Claims
However, relying on expert endorsements isn’t without its challenges. In 2007, the UK's Advertising Standards Authority (ASA) scrutinized a Colgate campaign that claimed "More than 80% of dentists recommend Colgate." The ASA ruled the claim misleading, as the survey allowed dentists to recommend multiple brands, not exclusively Colgate [14]. This incident highlights the need for transparency and precision when using expert authority in advertising. Despite such setbacks, Colgate has managed to maintain and grow its reputation, adapting to ensure its claims remain credible and trustworthy.
Building Long-Term Brand Authority
Colgate's consistent use of expert endorsements has helped solidify its reputation as a reliable oral care brand. Endorsements from respected organizations like the American Dental Association prominently feature in their commercials and on product packaging [13]. Additionally, visuals of professionals in lab settings further bolster the brand's credibility. By focusing on authentic, expert-driven messaging, Colgate has successfully built a foundation of trust that resonates with consumers and strengthens its position in the market.
3. Volkswagen's "Think Small" Legacy
Volkswagen's "Think Small" campaign, launched in 1959 by Doyle Dane Bernbach (DDB), broke away from the flashy, exaggerated car ads of the time. Instead, it presented the Beetle as a practical and economical choice. With a budget of $600,000, the campaign embraced a straightforward and honest tone, offering a powerful lesson in how authenticity can build lasting trust with consumers [17][18].
Revolutionary Honesty in Automotive Advertising
The 1959 print ad was striking in its simplicity. A small photo of the Beetle was placed in the upper left corner, surrounded by ample white space - a bold and unconventional design decision. The headline, "Think Small", stood out with its understated confidence, punctuated by a period. The body text, set in the clean sans-serif typeface Futura, further reinforced the ad's unpretentious and genuine feel [18].
Building Trust Through Self-Deprecating Humor
The campaign didn’t just rely on minimalist design; it also used humor to connect with its audience. It openly acknowledged the Beetle’s perceived shortcomings, with ad copy that included lines like, "And if you run out of gas, it's easy to push" and "It's ugly, but it gets you there" [19]. This candid approach resonated with consumers who were tired of the over-the-top promises and status-driven messaging of other car ads. By embracing the Beetle's quirks, Volkswagen tapped into a growing discontent with consumerism. As Bill Bernbach described it, the Beetle was an "honest car" [18].
Long-Term Impact and Authority Building
The campaign's impact was undeniable. By 1960, Volkswagen had sold 120,000 cars in the U.S., and by the mid-1960s, the Beetle had become the top-selling imported car in the country [19]. The campaign proved that a clear, authentic brand voice could outperform the exaggerated claims common in advertising at the time [19]. Its success went beyond sales - Advertising Age declared "Think Small" the greatest ad of all time and later named it the No. 1 ad of the 20th century [18][20].
Volkswagen Advertising Manager Helmut Schmitz captured the campaign's essence when he remarked:
"Maybe we got so big because we thought small" [18]
Bill Bernbach’s philosophy also shone through in his reflections on the campaign:
"Let us prove to the world that good taste, good art and good writing can be good selling" [18]
"The most powerful element in advertising is the truth" [21]
These principles set a new benchmark for advertising, showing that honesty and thoughtful communication could build not only credibility but also long-term success.
4. Apple's "1984" Super Bowl Ad
Apple's "1984" ad made waves by boldly challenging the norms of the tech industry.
A Stand Against "Big Blue"
On January 24, 1984, during Super Bowl XVIII, Apple's "1984" commercial debuted to an audience of over 96 million viewers[22][23]. Created by the Chiat/Day agency and directed by Ridley Scott, the ad was inspired by George Orwell's novel Nineteen Eighty-Four. It cleverly framed the rivalry between Apple and IBM as a battle between individuality and conformity.
The commercial’s dystopian visuals were striking, portraying a bleak, controlled world that symbolized the tech establishment. A lone athlete, wielding a sledgehammer, shattered the screen of the authoritarian figure, representing a dramatic break from the status quo. This imagery resonated deeply, positioning Apple as a disruptor and champion of freedom in technology. The ad’s daring narrative set the tone for Apple’s identity as a brand built on defiance and innovation.
Bold Messaging That Built Influence
Apple’s gamble on the "1984" ad was significant, with production and airtime costs nearing $1.7 million[24]. However, the risk paid off handsomely - just days after airing, Macintosh sales surged to $3.5 million[25].
What made the campaign so impactful was its ability to establish Apple as a visionary underdog. Steve Jobs famously described his vision for the ad, stating:
"I want something that will stop people in their tracks. I want a thunderclap."[22]
This bold approach not only captured attention but also reinforced Apple’s image as a company unafraid to challenge the norm.
Innovation That Backed the Message
The success of the "1984" ad wasn’t just about its provocative message - it was also grounded in genuine technological breakthroughs. The Macintosh was the first widely available computer to feature a graphical user interface and mouse, making it far more user-friendly than its competitors. This innovation reinforced Apple’s promise of breaking away from the rigid and complex systems of the time.
The ad’s legacy extended well beyond its initial impact. Ad Age eventually named it the greatest commercial of all time[23]. By aligning bold storytelling with real technological advancements, Apple cemented its reputation as a brand synonymous with creativity and individuality in the tech world.
5. Nike's Colin Kaepernick 'Believe in Something' Campaign
Nike transformed a polarizing moment into a defining statement of purpose, leveraging its moral stance to strengthen brand identity.
Taking a Stand When It Counted
In September 2018, Nike introduced its "Dream Crazy" campaign, with Colin Kaepernick as its central figure. Known for kneeling during the national anthem to protest racial injustice, Kaepernick became a divisive figure in American sports and culture. By featuring him, Nike made a bold statement that went beyond marketing - it was a declaration of the brand’s values.
The campaign's iconic image featured Kaepernick's face alongside the compelling tagline: "Believe in something, even if it means sacrificing everything" [26]. This message tied Nike’s brand to Kaepernick’s activism, aligning with the larger movement for social justice.
Nike’s vice president of brand for North America, Gino Fisanotti, described the decision:
"We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward...we wanted to energize its meaning and introduce 'Just Do It' to a new generation of athletes" [28].
The Numbers Tell the Story
Nike’s gamble was rooted in a deep understanding of its audience. Research showed that 46% of recent Nike customers viewed Kaepernick favorably [28]. The campaign’s impact was immediate: within just 72 hours, social media mentions skyrocketed from 137,014 to 1.8 million, a staggering 1,197% increase. Online sales surged 31%, and Nike’s stock climbed nearly 18% by the end of the year [28][29][30].
The campaign also generated $163 million in earned media and contributed to a $6 billion boost in brand value [28]. These figures highlight how a strong moral stance, when aligned with audience values, can translate into both trust and measurable business success.
Trust Built on Values
Nike’s approach worked because it wasn’t just performative - it was rooted in genuine alignment between its messaging and actions. By championing Kaepernick, Nike demonstrated a commitment to the ideals of social justice, resonating deeply with its younger, socially aware audience.
This strategy reinforced customer loyalty and amplified the brand’s relevance. As Dan Wieden, co-founder of Nike’s ad agency W+K, aptly put it:
"To be on the cutting edge means someone or something needs to be cut" [27].
Nike’s campaign is a reminder that standing by meaningful values can inspire both trust and growth, even in the face of controversy.
6. Procter & Gamble's 'Thank You, Mom' Olympic Ads
Procter & Gamble (P&G) reshaped the concept of Olympic sponsorship with its heartfelt "Thank You, Mom" campaign, demonstrating how connecting with universal values can foster trust and drive results. By spotlighting the often-overlooked sacrifices of mothers, P&G turned its advertising into a celebration of family and support.
Highlighting Universal Values to Build Authority
Launched during the 2010 Winter Olympics in Vancouver, the "Thank You, Mom" campaign focused on the dedication and resilience of mothers. P&G went beyond promoting their products, aligning the brand with genuine stories of maternal support. To further embody these values, P&G created the P&G Family Home in Vancouver and ensured all Team USA moms could attend the Olympics, making their commitment tangible and relatable [31].
Tangible Results
The campaign's success was striking. It drove $500 million in additional sales, generated 76 billion media impressions, and amassed 74 million views alongside 370 million Twitter interactions [31]. Moreover, the creative effectiveness platform DAIVID highlighted the emotional resonance of P&G's Olympic ads. For example, one campaign evoked strong positive emotions in nearly 60% of viewers, while another ad from the London 2012 Olympics achieved a similar response from 58.4% of viewers [33].
Strengthening Trust Through Consistency
P&G’s approach didn’t stop with a single campaign. They consistently reinforced values like resilience, unconditional love, and sacrifice across multiple Olympic events [34]. These themes were tied back to the brand’s dedication to supporting families, encapsulated in the tagline: "P&G, Proud sponsor of Moms." As P&G explained, their philosophy was rooted in the belief that "moms never get thanked enough for the work they do to raise good kids" [32]. This consistent messaging helped solidify P&G’s reputation as a brand that genuinely values family and community.
7. Dove's 'Real Beauty' Campaign
Dove shook up the beauty industry by taking a bold step: celebrating women's natural beauty.
Challenging Industry Norms to Establish Authority
In October 2004, Dove launched its groundbreaking "Campaign for Real Beauty" after uncovering a striking truth - many women didn’t see themselves as beautiful. Through a global study involving 33,000 participants across 20 countries, the brand explored how women felt about beauty standards. The findings were eye-opening: 57% of women believed beauty was narrowly defined, and 75% wanted the media to portray a broader range of physical appearances [35][39].
Armed with this insight, Dove broke away from traditional advertising norms. Their campaigns featured real women of all shapes, sizes, ages, and ethnicities, using unretouched images that embraced imperfections. This approach resonated deeply, as Larry Koffler from Edelman explained:
"Without having a foundation in the global research study, which showed that the image of beauty was unattainable, we wouldn't have had the credibility in creating the materials, in pitching stories and being able to answer some of the folks that didn't agree with the campaign" [36].
This fresh perspective not only redefined beauty standards but also laid the groundwork for Dove's future initiatives, cementing its authority in the space.
Strengthening Credibility Through Action
Dove didn’t stop at advertising - they took their mission further by launching the Dove Self-Esteem Project in 2004. Focused on addressing issues like low self-esteem and negative body image among young people, the project has since reached over 82 million individuals in 150 countries. Through workshops, educational materials, and digital content, Dove has worked to empower younger generations [41].
One of Dove's first major tests came with the "Firm Friends" campaign in the UK. This ad featured six real women (sizes 8–12) in their underwear, promoting Dove firming lotion. The campaign struck a chord, helping Dove capture a 2.3% market share in the hand and body lotions category within just six months [36]. These efforts reinforced the brand's dedication to fostering self-esteem while challenging beauty norms.
Two Decades of Genuine Messaging
For 20 years, Dove has remained committed to challenging conventional beauty standards while evolving with societal changes. Daniel Fisher, global executive creative director at Unilever, highlighted this balance:
"At the heart of the Campaign for Real Beauty's success has been a true partnership, where we are committed to staying consistent and authentic while keeping each campaign fresh and relevant" [38].
This dedication has yielded remarkable results. Within the campaign's first ten years, Dove's sales soared from $2.5 billion to $4 billion [37]. By 2024, the brand's value reached approximately $5.4 billion [40].
Dove's journey demonstrates how research-driven, consistent messaging can create a lasting connection with audiences, earning their trust across generations.
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8. TOMS Shoes' One-for-One Social Impact Model
TOMS redefined the connection between business success and social responsibility, proving that profit and purpose can go hand in hand.
Redefining Giving Through Innovation
In 2006, TOMS introduced its groundbreaking One for One® model, where every pair of shoes sold resulted in a donated pair for a child in need. This approach transformed each purchase into an act of immediate generosity, seamlessly blending commerce with compassion.
This model struck a chord with consumers eager to make a difference through their spending. Unlike traditional corporate philanthropy, which often happens behind the scenes, TOMS brought social impact to the forefront. Every sale became a visible, tangible contribution, earning the brand widespread respect for its actions rather than just its words.
Amy Smith, TOMS' Chief Giving Officer, highlighted the company's ongoing commitment to impact:
"Our commitment to helping humanity thrive won't change -- it never will change. But we are expanding how we're delivering impact. That's because we started to ask, 'Are we having as much impact as we can? Do we have the opportunity, or even obligation, to really think about what we're doing, how we're doing it, and is it everything we could be doing?'" [44]
This focus on continuous improvement has solidified TOMS' reputation as a socially conscious leader, blending innovation with integrity.
Building Trust Through Transparency
TOMS strengthens its relationship with consumers by openly sharing the outcomes of its efforts. The company regularly releases detailed reports that outline where and how donations are distributed, offering clear accountability metrics that align with its mission [43].
Since its inception, TOMS has donated over 100 million pairs of shoes, positively impacting more than 105 million lives [42]. In 2024, the brand achieved its highest B Corp™ score, a 31% improvement from its initial assessment, reflecting its growing commitment to social and environmental responsibility [42].
TOMS also works closely with local organizations to ensure its contributions meet the specific needs of communities. Collaborations with groups like Didi Hirsch Mental Health Services, Brave Trails, and GirlForward highlight the brand’s thoughtful approach to giving [42]. This localized focus ensures that support is both meaningful and relevant.
Expanding Impact While Staying True to Core Values
While TOMS has broadened its mission to tackle issues such as mental health, gender equality, and gun safety, it remains steadfast in its original goal: "Use business to improve lives" [42]. This evolution allows customers to align their purchases with causes that resonate personally, creating a deeper connection between the brand and its supporters [44].
Amy Smith emphasized the importance of authenticity in this expansion:
"If you tell a story that doesn't feel true to the brand, savvy consumers are going to see right through it" [44]
By staying rooted in its foundational values while addressing a wider range of social issues, TOMS has maintained its credibility. Its Certified B Corporation status further validates its commitment to transparency and accountability, providing third-party assurance of its social mission [42].
The brand’s storytelling approach also plays a key role in building trust. Smith explained:
"Telling stories of individuals who have been impacted by the work we are doing in partnership with our giving partners creates an emotional connection with your brand supporter that is a really important part of the equation" [44]
Through authentic narratives and measurable actions, TOMS continues to inspire both loyalty and trust, proving that businesses can be a force for good.
9. Microsoft's Adaptive Controller Campaign
Microsoft shifted the conversation around accessibility, moving it from a secondary consideration to a core part of its identity. This approach not only showcased the company’s technical capabilities but also reinforced its dedication to inclusive design.
Building Authority Through Meaningful Design
In 2018, Microsoft introduced the Xbox Adaptive Controller, a gaming device specifically created for players with limited mobility. This initiative highlighted the company’s expertise in designing for accessibility. By partnering with organizations such as AbleGamers Charity, the Cerebral Palsy Foundation, SpecialEffect, and Warfighter Engaged [46], Microsoft developed a controller featuring two large programmable buttons and 19 customizable inputs. These features addressed various physical challenges, solidifying Microsoft’s reputation for addressing real-world needs through thoughtful design.
As part of this effort, Microsoft’s inclusive design lab played a pivotal role. The lab, which welcomed over 8,000 visitors, actively involved individuals with disabilities in the product development process [47].
Building Trust Through Honest Storytelling
Microsoft’s commitment to accessibility took center stage during the 2019 Super Bowl with the "We All Win" commercial. The ad showcased gamers with disabilities using the Adaptive Controller, emphasizing the joy and empowerment it brought to their lives. The 60-second spot resonated deeply, generating $35 million in earned media and increasing social engagement by 246% [46].
The campaign’s authenticity was underpinned by its focus on real stories, like those of gamers who found new ways to connect through gaming. Solomon Romney, Microsoft’s accessibility program manager, summed up the company’s dedication:
"When everybody plays, we all win. It's not just an empty slogan" [47]
Dr. Mick Donegan, founder and CEO of SpecialEffect, also praised the controller’s potential:
"Microsoft has a product here that has the potential to help many people globally to enjoy the magic of video games" [49]
Proving Long-Term Dedication
Microsoft’s commitment to inclusivity didn’t end with the launch of the Adaptive Controller. The company continued to expand its adaptive gaming line, introducing products like the Adaptive Joystick and Adaptive Thumbstick Toppers. These additions demonstrated a sustained focus on serving underrepresented communities [48]. Jim Nilsson, creative director at McCann London, captured the broader impact:
"The Adaptive Joystick is more than a piece of hardware; it's a statement. Because when everybody plays, we all win" [48]
The campaign’s success also highlighted the business value of inclusive design. Studies reveal that 84% of consumers prefer companies that include people with disabilities in their marketing, and 80% find such companies more trustworthy. With 27% of Americans living with a disability and a collective disposable income of approximately $490 billion, Microsoft showed how inclusivity aligns with both social responsibility and smart business practices [45].
The Xbox Adaptive Controller campaign earned widespread recognition, including a Grand Prix in Brand Experience & Activation at the 2019 Cannes Lions festival. By addressing genuine needs and delivering impactful solutions, Microsoft not only enhanced its credibility but also set a benchmark for accessible technology [46].
10. Under Armour's "Protect This House" Campaign
The "Protect This House" campaign, launched in 2003 as Under Armour's first national television ad, introduced the brand's core concept of "WILL" and established its presence as a brand for athletes [51]. This pivotal campaign laid the groundwork for Under Armour's reputation in the world of sports.
Connecting with Athletes Through Genuine Athletic Spirit
The original campaign starred Eric "Big E" Ogbogu, a former University of Maryland football player, and struck a chord with athletes who rarely saw their pregame intensity captured in mainstream media [51]. Brian Boring, VP of Global Brand Creative, reflected on the campaign's lasting influence:
"In the early 2000s, athletes didn't have an anthem they could all relate to. Protect This House changed that. It became a phenomenon, and athletes saw their pregame moments reflected on screen. That athlete knowledge cemented us into global sports culture, and twenty years later, it still stands." [50]
With a modest $500,000 budget, the ad successfully conveyed the passion, loyalty, and energy inherent in competitive sports [54].
Reviving the Legacy for a New Generation
Decades later, Under Armour brought back the "Protect This House" ethos for a modern audience. In March 2023, the campaign was reimagined with a focus on teamwork, featuring prominent athletes like NBA champion Stephen Curry, WNBA star Kelsey Plum, and college basketball standout Aliyah Boston [50]. This shift emphasized collective effort over individual accomplishments. Stephen Curry, reflecting on the campaign's legacy, shared:
"Back in the early 2000s when the anthem first launched, I wasn't an Under Armour athlete, but I was a huge fan of the chant. So now, 20 years later and after 10 years with Under Armour, it's really humbling to be part of this new generation of 'Protect this house'." [52]
The relaunch resonated widely, generating over 634 million earned impressions, receiving overwhelmingly positive or neutral sentiment, and securing 131 earned media placements [53].
Strengthening Brand Credibility Through Athlete-Driven Messaging
Under Armour's continued success lies in its ability to connect authentically with athletes. By aligning its messaging with the real experiences of competitors, the brand reinforces its authority in performance sportswear. Kelsey Plum's advice to young athletes perfectly encapsulates this connection:
"To young athletes with big dreams: anyone can become a dawg. You just have to be consistent with how you show up. No one will hand anything to you, and you're not entitled to anything in this life. If you want something, you've got to go get it–for yourself and for your team. That's what it means to Protect This House." [50]
This approach highlights that effective advertising isn't just about celebrity endorsements. By authentically reflecting the mindset and values of athletes, Under Armour has firmly positioned itself as a trusted name in the competitive sportswear industry.
11. Trident's Expert-Backed Dental Endorsements
Trident's iconic slogan, "four out of five dentists recommend Trident to their patients who chew gum", remains one of advertising's most memorable examples of expert endorsements. This clever approach transformed an everyday product into a trusted choice for oral health, demonstrating the power of professional credibility in consumer marketing [55]. Understanding this strategy sheds light on the psychology behind expert-backed endorsements in health-related products.
Building Trust Through Professional Authority
Trident's reputation as a health-conscious brand was built on endorsements from dental professionals. By framing itself as more than just a chewing gum, the brand positioned its product as a tool for oral health, validated by experts in the field [55]. This strategy effectively used dental authority to support its claims, creating a sense of trust and reliability.
Consumers are naturally inclined to trust medical professionals over traditional advertisements. Studies confirm that people value a doctor’s opinion more than a typical commercial [58]. Trident’s use of dental endorsements wasn’t just about selling gum - it offered reassurance, backed by the expertise of professionals. This connection between authority and consumer confidence was key to the brand’s success.
The Psychology Behind Expert Health Endorsements
Expert endorsements tap into a deep-seated trust in licensed professionals. Research has shown that endorsements from experts lead to more positive shifts in consumer attitudes compared to those from celebrities or everyday users [57]. For Trident, this meant that their product could be seen as beneficial, not just enjoyable.
By leveraging the credibility of dental professionals, Trident reduced uncertainty and reinforced the product’s benefits [59]. Dentists, with their education and clinical experience, represent a trusted source of advice on oral health. This trust made their endorsements particularly impactful, giving Trident an edge in the market.
Real-World Success: The Canadian Dental Association Partnership
One of Trident's most effective endorsement campaigns took place in Canada, where the brand earned the Canadian Dental Association's seal of approval. This official recognition allowed Trident to feature the association's seal on its packaging, further solidifying its role in promoting dental health [61].
To amplify this endorsement, Trident launched a $25 million campaign in partnership with McDonald’s. The campaign included distributing Trident gum with Extra Value Meals and featured creative ads, such as one depicting a toothbrush made of Trident sticks with the tagline, "Funny, this doesn't look like a toothbrush." This highlighted the benefits of chewing Trident after meals [61].
The results were impressive: Trident became the leading chewing gum brand in market share during this period [61]. This success demonstrated how professional endorsements, combined with strategic promotion, could drive significant market growth.
The Subtle Art of Borrowed Credibility
Marketing expert Patrick E. McLean offered an intriguing take on Trident’s famous slogan:
"Four out of Five Dentists recommend Trident to their patients who chew gum." And it is remarkable that this line resonates. When you think about it, it's not a ringing endorsement. It could easily be taken to mean, "Yeah, if you're going to chew gum, which I don't recommend, then chew Trident. It's the best of a bad bunch." [56]
This observation underscores the nuanced psychology behind expert endorsements. Even a qualified recommendation carries weight because it reflects professional standards while offering practical advice. Consumers recognize that dental professionals might prefer patients avoid gum altogether but value honest guidance about the best option for those who do choose to chew.
Modern Evolution of Expert-Backed Marketing
As consumer preferences shift, Trident has adapted by incorporating celebrity endorsements alongside its traditional expert-backed campaigns. While this reflects changing market dynamics, the brand's legacy shows that professional authority retains its power to establish credibility [60].
Balancing professional endorsements with contemporary influences highlights the importance of tailoring credibility to meet consumer expectations. For Trident, the enduring impact of dental endorsements proves that authenticity and trust remain central to effective advertising strategies.
12. Latenode's Authority in Automation Through Workflow Examples
Latenode has carved a niche in automation by showcasing clear and practical workflow examples, establishing itself as a trusted player in the industry. By demonstrating technical expertise through real-world use cases, Latenode builds credibility and earns trust among businesses seeking reliable automation solutions.
Building Trust Through Transparent Demonstrations
Automation tools often face a unique hurdle: potential users must grasp intricate technical features before making a commitment. Latenode addresses this challenge head-on by presenting concrete examples that highlight its capabilities across various business operations. These demonstrations go beyond abstract explanations, offering a clear view of how automation works in practice.
In May 2025, Latenode unveiled its AI Agent node, offering a glimpse into how businesses can create assistants capable of performing meaningful tasks across platforms like Notion, Gmail, HubSpot, Salesforce, and Stripe [62]. These agents handle tasks such as routing customer queries, triggering updates, sending replies, and transforming unstructured data into actionable insights. By providing detailed use cases, Latenode simplifies complex automation for non-technical users while showcasing the platform's flexibility and technical depth. This hands-on approach proves its capabilities rather than relying on claims alone.
Expert Authority Through Technical Leadership
Latenode's CTO, Oleg Zankov, exemplifies technical leadership by breaking down automation concepts into relatable, business-friendly terms:
"With Latenode AI Agents, you're not just creating another chatbot. You're hiring a programmable teammate that learns your logic, speaks to your tools, and never sleeps. Whether in customer success, analytics, or operations - this agent performs with consistency, context, and clarity." [62]
This straightforward explanation reframes technical features as practical business tools, making them accessible to decision-makers. By avoiding excessive jargon and focusing on real-world applications, Zankov reinforces Latenode's authority as a solution provider. These insights are further validated by the success stories of users who have integrated Latenode into their operations.
Real-World Validation Through User Success Stories
Latenode’s reputation is bolstered by glowing user reviews and high ratings. On SoftwareAdvice NZ, the platform holds an impressive 4.9/5 overall rating, with scores of 4.8/5 for value, 4.6/5 for functionality, and 4.7/5 for customer support [63]. These ratings reflect the platform’s ease of use and robust functionality.
Users have shared their experiences, highlighting how Latenode simplifies automation. Islam from the software industry remarked:
"AI Nodes are amazing. You can use it without having API keys, it uses Latenode credit to call the AI models which makes it easy to use" [63].
Similarly, Andrew from marketing and advertising shared:
"Latenode is simple to use... Going from someone who thought 'Python' was a snake, and never coded a thing in my life, to a fully enabled individual and business owner with the power to run automations... this is by far the best out there" [63].
These testimonials illustrate how Latenode empowers users, regardless of their technical background, to harness automation effectively.
Demonstrating Competitive Advantage Through Transparency
Latenode’s credit-based pricing system further solidifies trust by charging for execution time rather than per automation. This approach accommodates users with diverse workflow needs and provides clarity on costs. Additionally, the platform’s built-in database management and robust features enhance its appeal [63].
Unlike traditional methods of building authority through third-party endorsements, Latenode focuses on transparency and hands-on demonstrations. This resonates with technical decision-makers who prioritize understanding how tools will integrate with their existing systems. By clearly outlining its capabilities, Latenode ensures users can make informed decisions.
Proving Technical Credibility
For automation platforms targeting B2B audiences, credibility stems from evidence rather than assertions. Latenode’s strategy of showcasing detailed workflows aligns with the preferences of technical buyers who value demonstrations over vague claims. This evidence-based approach fosters trust and long-term relationships.
This trend reflects a broader shift in B2B marketing, where transparency and demonstration matter more than traditional authority signals. With studies showing that 94% of consumers are more likely to remain loyal to brands committed to transparency, Latenode’s focus on showcasing its technical capabilities becomes a powerful trust-building strategy [64]. By combining detailed examples with real-world success stories, Latenode exemplifies how automation providers can establish credibility in a competitive market.
Balancing Ethos with Other Persuasive Methods
Ethos, the appeal to credibility and trust, plays a vital role in persuasion, but relying on it alone can weaken the overall impact of a message. The most effective advertising strategies combine ethos with factual evidence and emotional resonance.
The Three-Pillar Approach to Persuasion
Persuasive communication thrives on a balanced mix of ethos, logos, and pathos. Logos serves as the logical foundation, ethos builds trust, and pathos fosters an emotional connection with the audience [5]. For a message to truly resonate, these elements must work together seamlessly.
When one element overshadows the others, the message risks losing its effectiveness. For instance, an overemphasis on logos might make the argument feel sterile or impersonal. Too much pathos can come across as overly sentimental or manipulative, while an excessive focus on ethos might appear self-important or insincere [5].
Successful campaigns often strike this balance by combining authoritative insights (ethos), emotionally engaging visuals (pathos), and clear, evidence-based arguments (logos). This synergy ensures the message remains compelling without tipping too far in any one direction.
Avoiding the Authority Trap
Over-reliance on ethos can lead to the authority fallacy, where audiences accept claims solely because they are endorsed by a figure of authority, without supporting evidence [65]. A 2023 survey revealed that 20% of consumers admitted to being influenced by endorsements from influencers and celebrities, illustrating how authority appeals can sometimes override critical thinking [67].
To avoid this pitfall, it’s important to back authority claims with tangible evidence. For example, while celebrity endorsements can grab attention, they should be paired with user testimonials, measurable outcomes, and clear product benefits to create a more well-rounded and credible message.
Building Authentic Authority
Modern audiences value authenticity over perfection. Brands that present themselves as genuine and relatable tend to resonate more with consumers than those that seem overly polished or insincere [68][69]. Authenticity in ethos stems from aligning authority claims with real expertise and consistent actions. This is especially important when 90% of customers report that authenticity influences their brand preferences [68][69].
"In today's market, people aren't doing business solely based on products and services. Who your brand is at its core - the values you stand for, the image you project, the way you interact with customers - matters just as much."
- Chip House, Insightly Chief Marketing Officer [69]
Building authentic authority means showcasing expertise while staying true to your brand’s values and maintaining transparency in communication.
Strategic Integration Guidelines
The most effective persuasion strategies balance logos, ethos, and pathos [5]. Logical evidence (logos) lays the groundwork, credibility (ethos) builds trust, and emotional appeal (pathos) creates a connection [5]. These elements should enhance, not compete with, one another.
Understanding your target audience is key to determining the right balance. For instance, a B2B software company might prioritize logos by highlighting product features and ROI, supported by ethos through industry expertise, and subtle pathos by addressing workplace challenges. On the other hand, a consumer brand might lead with pathos by tapping into lifestyle aspirations, reinforced by ethos through its brand legacy, and logos through clear product details.
Different platforms also call for different approaches. Social media audiences often respond more to emotional appeals, while professional audiences may prefer logical arguments supported by credible expertise. Tailoring your rhetorical mix to the platform and audience ensures your message resonates effectively.
The Cost of Imbalance
Imbalanced persuasion can lead to a loss of trust and credibility [66]. As consumers grow increasingly aware of manipulative tactics, they demand transparency and evidence-backed messaging [67].
Overusing pathos risks emotional manipulation, which can alienate audiences and damage trust [4]. Similarly, excessive reliance on ethos without substance can come across as hollow and self-serving. The solution lies in grounding every message in truth, supporting it with logical evidence, and delivering it through credible and relatable communicators [4].
A well-rounded persuasive message not only strengthens trust but also integrates creativity, evidence, and credibility into a cohesive narrative. By maintaining balance, brands can connect with their audience in a way that feels both genuine and impactful.
Using Tools to Strengthen Credibility in Advertising
Successful advertising relies on building trust and authority, but achieving this requires more than just a good message - it demands efficient systems that allow marketers to focus on strategy rather than repetitive tasks. Marketing automation tools have become indispensable for ensuring the consistency and precision needed in campaigns that emphasize credibility. By automating processes, marketers can deliver cohesive, expert-backed messages that resonate with their audience.
The benefits of automation in marketing are striking. Companies utilizing marketing automation report a 14.5% boost in sales productivity and a 12.2% reduction in marketing overhead [70]. Additionally, businesses that automate lead nurturing see a 451% increase in qualified leads, with nurtured leads making purchases that are 47% larger compared to non-nurtured ones [70].
Simplifying Campaign Development with Latenode
Latenode simplifies the complexities of creating campaigns that build trust and authority. Combining visual workflow tools with advanced integrations, the platform enables teams to automate repetitive tasks while preserving the personal touch essential for credibility.
With connections to over 300 apps, Latenode automates workflows that would otherwise require manual effort. For example, a campaign highlighting expert endorsements can automatically gather performance data from Google Ads, analyze it with AI tools like Claude or OpenAI, and update CRM records accordingly.
Latenode's Google Ads integration further enhances credibility-focused campaigns by triggering workflows based on ad performance. It synchronizes data with CRMs, adjusts bids using AI insights, and even monitors competitor strategies through automated web tracking. Real-time alerts for budget changes or performance shifts help marketers respond quickly and maintain campaign effectiveness [75].
Automating Authority-Driven Workflows
Automation is crucial for managing and distributing content that reinforces authority. Typical workflows can connect tools like Google Sheets → Latenode AI Assistant → Social Media Platforms to schedule expert testimonials and track engagement across various channels automatically.
Latenode's AI-powered tools ensure messaging remains consistent and authoritative. A HubSpot survey revealed that 45% of marketers use generative AI for content creation, with 70% considering it an important part of their strategy [71]. Through access to over 400 AI tools under one subscription, Latenode enables tasks like generating personalized responses, creating product descriptions from images, and transforming successful ad creatives into multiple variations [73].
Using Data to Manage Credibility
Maintaining credibility requires constant monitoring and adjustments based on performance data. Latenode’s real-time analytics allow marketers to track how authority-driven messaging performs across different platforms and audiences [74]. The platform can automatically generate reports that combine Google Ads data with sales metrics, giving a complete view of how credibility-focused campaigns impact business outcomes.
Dell’s success story demonstrates the power of automation in credibility management. By using targeted ads tailored to customer behavior, Dell achieved a 70% increase in click-through rates and a 300% rise in conversion rates [70]. With tools like Latenode, businesses of all sizes can access similar data-driven insights to refine their strategies and enhance their campaigns.
Strategies for Practical Implementation
To align automation with credibility efforts, it’s essential to start with clear objectives and expand capabilities gradually. Latenode’s user-friendly visual interface makes it accessible to marketers without technical expertise, while its JavaScript support allows for advanced customization as campaigns grow more complex [72].
Conclusion
Ethos serves as the backbone of trust and credibility in advertising. Whether through celebrity endorsements or expert testimonials, the examples discussed highlight how consumers are drawn to the values and authority that brands represent.
Take Nike’s collaboration with Michael Jordan, which birthed the iconic Air Jordan brand, or Apple’s groundbreaking "1984" Super Bowl ad that redefined bold brand messaging. These cases show how ethos can be integrated through endorsements, expert validation, compelling visuals, and alignment with brand values [1]. For these strategies to resonate, authenticity is non-negotiable.
When combined with logical reasoning (logos) and emotional appeal (pathos), ethos creates a powerful trifecta for persuasion in advertising [4]. However, relying too heavily on authority without evidence or emotional depth can make a message feel hollow.
As Leo Burnett once said:
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief" [4]
This deeper impact is achieved when brands prioritize transparency and integrity over short-term strategies. The brands that thrive long-term are those that consistently align their endorsements and actions with their core principles, fostering genuine connections that withstand scrutiny.
In today’s fast-paced marketing landscape, maintaining authenticity on a large scale is more critical than ever. Modern automation tools can play a pivotal role by streamlining routine tasks and data analysis, freeing up teams to focus on crafting meaningful, authentic messages that resonate with their audiences. By leveraging automation to enhance strategic efforts, brands can create campaigns that are not only informative but also deeply persuasive. When ethos is balanced with evidence and heartfelt emotion, brands don’t just grab attention - they build lasting, meaningful relationships.
FAQs
How does using ethos in advertising help build consumer trust and brand loyalty?
Ethos in advertising plays a key role in establishing consumer trust and nurturing brand loyalty. By presenting credibility and authority - whether through endorsements from respected experts, partnerships with celebrities, or emphasizing a brand's history and core values - companies create an image of reliability that appeals to their audience.
This sense of trust often translates into enduring loyalty, as people are more inclined to stick with brands they perceive as honest and dependable. When used effectively, ethos not only helps brands differentiate themselves in crowded markets but also strengthens the emotional bond with their customers.
How do companies successfully combine ethos, logos, and pathos in their advertising campaigns?
Companies craft powerful advertising by skillfully combining ethos (credibility), logos (logic), and pathos (emotion) to engage their audience on different levels. Take Nike's Dream Crazy campaign as an example. It leverages ethos by featuring prominent athletes like Colin Kaepernick, logos by showcasing the brand's dedication to social justice, and pathos through uplifting stories of perseverance and ambition.
Coca-Cola takes a similar approach, using ethos to position itself as a symbol of joyful, shared moments, logos by emphasizing the refreshing nature of its drinks, and pathos with nostalgic imagery that stirs warm, emotional memories. By blending these elements, brands can establish trust, deliver clear messages, and create emotional ties, ensuring their campaigns resonate and leave a lasting impression.
What are the risks of overusing ethos in advertising, and how can brands avoid them?
Overemphasizing ethos in advertising can backfire, making brands appear overly self-promotional or out of touch with their audience. When this happens, trust can diminish, and campaigns may lose their ability to connect with consumers on a personal level. Relying too heavily on authority or credibility can also push emotional engagement and logical arguments to the background - both of which are key to fostering genuine connections.
To strike the right balance, brands should integrate ethos with pathos (emotional appeal) and logos (logical reasoning). This approach involves pairing expert endorsements or credentials with relatable storytelling and clear, well-reasoned messaging. By addressing emotional and practical needs while maintaining credibility, brands can craft campaigns that feel genuine and resonate deeply with their audience.
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